The Email Broadcast Blog
You’ve been emailing your audience and now you’ve got a ton of data, but how do you know what it’s telling you? Or worse, what if you don’t like what it has to say?
Here are 5 core questions you should be asking yourself when looking at an email:
Did this email add value to my list? Put yourself in the shoes of your customer/client and ask why they want this information. If the answer is “because the quarter was ending and I needed a revenue spike”… that’s not something your customer cares about.
Do I need to adjust my frequency? If you’re seeing steadily declining open rates, your audience may getting numb to all the messages you’re sending. If you’re seeing steady unsubscribes or spam notifications, you may be sending so infrequently that they don’t remember joining your list.
Is my engagement increasing or decreasing? Increasing engagement is awesome, obviously, but it’s important to find out why it’s increasing. If your audience is responding well to any email you send with a video thumbnail, you’ll definitely want to send more videos! If you’ve only been sending videos and they’re growing less and less interested, maybe it’s time to try to some words.
Should I have A/B tested this? I’ll spoil the surprise here—the answer is almost always yes. You can’t know for certain if another subject line, send time, or lead off content might have worked better if you never tried one. (The Exception: You A/B tested this message before & perfected it, and you want to see if your audience will respond to it again or if the messaging always needs to be fresh.)
Should this message become automated? Some messages blow our metrics out of the water. It’s a great day when that happens, but it’s important not to settle for a one-time win. If you think future audience members will benefit just as much, it’s worth turning it into an ongoing automated message to make sure it keeps working for you.
These aren’t the only questions you need to ask yourself when looking at your data, but it’s a great start down the rabbit hole of email analysis.
There’s a reason email marketing is one of the top marketing tools for converting leads. Sure, social media can help you spread your message far and wide, but what other platform allows you to speak to your audience on a personal level?
Okay, okay—when you’re list is in the hundreds of thousands, you’re not really holding a personal conversation. But that’s not the point. The point is that with the right segmentation strategy, your customers will feel like you’re talking directly to them. They’ll feel understood. They’ll feel important. And then they’ll take action.
Did you know that at any given point you have:
- A 60 to 70 percent chance of successfully selling again to a current customer
- A 20 to 40 percent chance of winning back an ex-customer
- A 5 to 20 percent chance of turning a prospect into a customer
If you’re smart about it, segmenting your email marketing lists has an overwhelmingly positive impact on the engagement of your subscribers. The Lyris Annual Email Optimizer Report showed that 39 percent of businesses that segmented their email lists increased open rates as a result. In fact, not only did open and click rates go up, but abuse and unsubscribe rates went down.
Did we mention revenue? Segmented campaigns lead to higher real-world conversions. According to DMA, marketers found a 76% increase in email revenue from segmented campaigns.
Of course, finding the right segmentation strategy for your audience is easier said than done. If you’re not quite sure where to start, you are not alone. 52% of marketers admit that their email database segmentation needs work.
The first step is to understand the different types of segmentation:
By Geography: Segmentation by geography is a great strategy to employ when the location of a buyer plays a role in his or her decision to take action. It’s a great strategy for special events, sales within a specific region, and more. It can also help you stagger your emails by time zone to send out at optimum times.
By Demographics: Different genders and age groups will react diversely to varying content. Segmenting your list by age, gender, income, life stage, and occupation can ensure you’re delivering relevant content to the right people.
By Content: To segment based on your audience’s personal interests, take a look at the content that members of your audience have viewed, clicked on, or downloaded. Most email platforms will allow you to segment for people who have downloaded a whitepaper, so why not follow up with more information?
By Psychographics: Building buyer personas and understanding the values and motivators of your audience is an advanced way to cater to their needs through social media. Though it’s a bit trickier, you can get detailed information about subscribers’ personal interests by creating user profiles on your website or asking your audience to identify preferences with CTAs in your emails.
By Behavior: Your audience’s behavior will depend heavily on where they are in the buying cycle and how familiar they are with your offerings. If you’re using analytics to help track your audience, you can leverage this information to determine how close your customers are to making a purchase—and even what that purchase is most likely to be.
By Engagement Level: One of the most important segmentation strategies is to reward your loyal customers and brand advocates. Whether that’s frequent buyers or people who take the time to read your newsletters, customer loyalty should be nurtured. You can use segmentation to send thank yous, private offers, and feedback requests.
Once you’ve implemented the tools to segment your audience and established your desired strategy, the next step is developing a targeted campaign to engage them. That means developing the right message, offer, design, and voice to drive conversions.
Segmentation Case Study: Ivan Smith
Here’s a real life example of segmentation in action. Our client Ivan Smith Furniture wanted to message their in-house finance customers. That’s a small niche to begin with, but they took it one level further, understanding that this audience had two major groups.
The first group held the Ivan Smith credit card, and the next group consisted of buy-here/pay-here customers. Email Broadcast created a different message for each segment telling them the good news: “Due to your excellent credit history with us, you’re approved to buy more furniture, and here’s a special offer.” These two emails combined were sent to only 7.8% of Ivan Smith’s email list, but the results were outstanding.
The credit card holding audience had a 37% higher than normal open rate and the buy-here/pay-here segment showed an 85% higher than normal open rate and a 50% higher than normal click through rate.
But that’s nothing compared to the business results of these two messages which combined for $400,000 in new sales in a single weekend. Worth doing? You can bet that Ivan Smith Furniture believes in the power of sending targeted messages to a segmented audience.
When you first started your business, we’re willing to bet it’s because you were passionate about your vision, not details like email marketing. But for most companies, email marketing is an essential investment that can provide a huge payoff (when it’s done well).
So what happens when you realize your email marketing just isn’t working?
Before overhauling your current campaign, start by going back to the basics. Whether you’re shuffling things around in-house or you’re engaging an awesome email marketing company (*cough* *cough*) to help you, take the time to consider the following:
- What are your goals? Do you want to engage new customers, re-engage old customers, find new prospects, or a combination of all three? Are you trying to increase sales, build brand awareness, or get people to engage with your company in new ways? What defines success for your company? Having solid goals will guide your campaign strategy and set clear KPIs for measurement.
- Who is your audience…really? This is one of the most important questions, and it’s surprising how often it’s overlooked. First of all, how did you get your list? Are these prospects, existing customers, people who visited your booth at a trade show, or emails you purchased from a vendor? (Fingers crossed it’s not the latter.) Are they primarily men in their 60s or are they women in their 30s? Knowing who you’re talking to will help define a segmentation strategy—and figure out if you’re talking to the right people in the first place.
- What is your brand voice? Are you quirky and fun, or logical and reliable? An awe-inspiring combination of the two? Defining your company’s personality will help shape the nature of your campaign and keep your broadcasts consistent.
- Where are you driving people? If you’re doing email marketing well, you’re going to get clicks. Where should those clicks go? Do you have a robust blog or an awesome Twitter account? Are there areas of your website that seem to get thousands of views or some that have unvisited potential? Make a list of the click worthy content you have that can be used in future broadcasts.
- Who is taking the lead? Who is responsible for making decisions? Whether you’re carrying out your own campaigns or working with a partner like us, assigning a point person is the way to go.
If you know you need a change, the answers to these questions can help you pinpoint where you got off track and the direction you need to be going. That’s an awesome starting point for your internal team and/or the agency you’re planning on working with.
So, what comes next?
If you work with Email Broadcast, we’ll start with a 20 minute consultation that will help us make a recommendation about your company’s specific needs and help you decide if you like us. If you do, our entire team of email marketing pros will brainstorm a list of 100 campaign ideas your audience will love. From there, you’ll be assigned your own dedicated account coordinator—along with a talented designer, a ruthless copy editor, and a nerdy coder to help make your campaigns wildly successful.
We’ll collaborate every step of the way, but you won’t have to carry the extra weight of your email campaigns anymore—and you can focus your energy where it’s needed most. If you don’t like us, or burritos, or chocolate…well, then you’re on your own.
We’re not the right choice for everyone, but if handling your own email marketing is weighing you down, contact us and let’s find out!
The best way to understand the dos-and-don’ts of email marketing is to take a look at your own inbox. Here are some of the most common mistakes you’ve probably experienced firsthand and easy tips to avoid them:
1. Only talking about you.
Solution: We all love a good sale, but if you’re only promoting yourself all day every day, you risk wearing out your audience or cannibalizing your own offers. Add some diversity to your content by following the “Rule of Thirds.”
- ⅓ of your messages is about you and your content, such as that great sale you’re having or your new website launch.
- ⅓ of your messages is adding value to your customer’s life, like those design tips you get from your favorite furniture store.
- ⅓ of your content is creating personal interactions that build your brand, such as “thanks for visiting our store, *|FNAME|*.”
Solution: If you’re the click-bait news in your customer’s inbox, you’re guaranteed to piss them off. Instead of tricking your audience into opening a message, find creative ways to say what you REALLY mean. Your subject lines should communicate the real benefits of your promotion in 50 characters or less.
Not sure if you’re hitting the mark? Adestra has an awesome subject line keyword checker to make sure you’re on track.
Solution: Part of what makes email marketing so special is that it feels personal—even if we know it isn’t. But that connection is quickly lost when your email is riddled with typos and your content is haphazard. Above all else, your messages should communicate one thing to your customers: you are important. To make sure your content is up to par, stay a month (or two) ahead of your messages. That gives you plenty of time to create, copy edit, adapt, keep your list data clean—and even change your mind.
Solution: Despite what that list salesman is telling you, if you didn’t acquire your contacts yourself, you’re a spammer. Period. If your list is purchased (or just dated), not only are you risking your reputation, but you could be breaking the law, too. Take the time to build a list the right way. It takes longer, but it will pay off.
Not sure how to go about it? We have solutions for that.
Solution: Ever get an email from a company you haven’t heard from in so long that you forgot they even existed? We have, too. Finding the right email frequency can result in higher opens, fewer unsubscribes, and opportunities to do more business with email marketing. The right cadence will vary from business to business, but if you don’t have time to send monthly messages, you’re better off outsourcing your email marketing or focusing your attention elsewhere. Remember that 73% of email recipients say the frequency is their primary reason for opting out of a list, so take the time to investigate what works for your customers.
How do you honestly feel about email marketing? For some, it’s a weapon of evil. For others, it’s an extremely effective, lucrative marketing tool—and one that is definitely worth investing in. So, why the discrepancy?
A lot of companies that use email marketing don’t realize it’s all about managing relationships. You need to approach it with tender loving care. If you aren’t completely sold on it, you’re not going to sell your audience. If you’re half-assing it or making it all about you, people probably aren’t going to like you. And if you lose that spark, your audience might find it somewhere else.
But don’t let the people doing email marketing the wrong way dissuade you from what’s possible. We’ve seen first-hand how good email marketing has the power to transform a business, nurture relationships, strengthen a brand, and help rake in dollar bills.
This might sound like a sales pitch, and it is—in part. We help our clients use email marketing effectively, so they can reap the benefits. That may be a pitch, but it’s also the truth.
Here are some unbiased, big-picture email marketing benefits every business owner should know:
It’s already benefitting your competition. Ninety-five percent of companies using marketing automation are taking advantage of email marketing and 64% of those marketers say they saw benefits within months of implementation. (regalix.com)
It is responsible for nearly a quarter of sales. On average, companies attribute 23% of their total sales to the email marketing channel. (adestra.com)
It isn’t going anywhere. Ninety-one percent of consumers check their email daily and that number is only expected to grow. (exacttarget.com)
It’s more effective than social media. Email is 40 times more effective at acquiring new customers than Facebook and Twitter combined (idc.com). Email campaigns generate six times more click-throughs than tweets do. (campaignmonitor.com)
It drives more purchases than competing platforms. Email has the highest conversion rate (66%) for purchases when compared to social media and direct mail. (thedma.org)
It is the king of ROI. For every $1 spent, email marketing can generate up to $43 in ROI. That’s 4,300 percent. (entrepreneur.com)
Your customers like it. Seventy-two percent of consumers say that email is their favored form of business communication. Sixty-one percent say they like to receive promotional emails weekly and 28% want them even more frequently. (marketingsherpa.com)
It builds longer customer relationships. The lifetime value of customers acquired through email is 12% higher than average, while Twitter is 23% lower than average. (custora.com)
Mobile optimization is crucial. People in the United States across all age groups check their phones an average of 46 times daily. Not surprisingly, click-through rates on mobile-centric emails are 23% higher than those built solely for desktop users. (time.com, emailmonday.com)
Most companies don’t have time to do it right. Only 10% of companies employ individuals who are dedicated to email marketing. Email marketing responsibility falls to employees as part of their wider marketing responsibilities in 40% of companies surveyed. (adestra.com)
Bottom line? The numbers don’t lie. Email marketing (done well) is a kickass tool you can’t afford to skip.
Email Broadcast has a Facebook page—your business probably does, too. In a classic case of “everybody else is doing it,” we jumped aboard the social media bandwagon to make sure we didn’t miss out on the magic that Mark Zuckerberg was dishing out.
If you go to our Facebook page right now, you’ll see what remains of our “Like us” efforts: one post with a link to this blog (totally meta, right?).
Earlier this month, our team was discussing the whos, whens, and hows of dedicating more time and effort toward our Facebook page. See if this sounds familiar:
You meet to develop a social media strategy. Building off of the momentum of that meeting, you enthusiastically post, share, and promote on your page for a couple of weeks. Engagement, growth hacking, storytelling, buzzwords, and so on…you’re about to go viral. Higher-priority projects and deadlines start to stack up. Facebook gets shoved to the back burner once again.
Somewhere in the midst of our conversational deja vu, a new team member piped up with a single word.
Our knee-jerk response was a heavy eye roll and a “Because we have to.” But then we thought about it critically and that explanation didn’t sit well with us. We don’t like to do anything without a good reason, and “Because we have to” suddenly felt akin to “He started it,” and “I know you are, but what am I?”
Why did we have to devote our team’s limited time and resources to Facebook? What were we getting in return? How were our clients benefiting from our Facebook page? What has Facebook ever done for us, really?
The answers we found were pretty crappy.
We set up our Facebook page in 2009, and have since answered “What’s on your mind?” thousands of times with posts, pics, links, and shares. Despite this, we are not able to connect any of that to a new client (or dollar) earned. That’s $0 ROI in 7 years—and we’re not alone.
Forbes reported on a Manta study of more than 1,235 small business owners, of which 50% increased their time spent on social media. More than 60% of this group reported seeing no ROI from their engagement online.
So why are we doing it?
Getting our brand and messages in front of the companies and decision makers that mattered to us is growing increasingly difficult (and expensive) in the over-saturated social media marketing arena. Keeping up with the ever-changing updates to Facebook’s UI is cumbersome in itself. Executing an engagement strategy on top of that is a task that can easily fall to the wayside of higher priorities and client demands.
As social and mobile media have exploded over the past decade, a myth has materialized that if you’re a business and you’re not on board, you’re doing it wrong. This way of thinking champions the fear of missing out, rather than common sense. It’s why your dentist has a Snapchat and the Chinese takeout place down the street is trying to get you to follow them on Periscope.
Stick to what works.
At Email Broadcast, we operate on a pretty simple principle: Do what works. If the idea comes from way out in left field, but it produces results: Do it. If it’s a tough climb, but it’s the only way to the top: Do it. If no one else is doing it that way, but it works for us: Do it. We’re too sensible to be picky. We like results. Sexy or plain. We’ll take the paths that lead to success for us and our clients.
Regardless of its popularity, Facebook wasn’t working for us. So we quit.
What does work for us? Email (shocking, we know). It works, it’s proven to do so, and best of all: Email is what we’re great at.
According to research compiled by HubSpot, email marketing was cited as the most effective digital marketing channel for customer retention in the U.S. in 2014. In fact, email is 40 times more effective at acquiring new customers than Facebook and Twitter combined. Plus, more than 70% of US consumers say that they prefer email communication from businesses.
So as we leave our Facebook page to collect dust, we’re going to keep polishing our email skills, finding new ways to push the electronic envelope, and making our clients even more money.
Are you ready to ditch the ‘book, too? Leave a comment and tell us what works well—or hasn’t worked at all—for your business.
Check out the top 21 email marketing facts of 2016.
Some people are getting rich on email marketing… Are you?
In this video, I explain why you should fire your email manager, and why you just might get rich from your email marketing if you do.
If you prefer to read a transcript of the video, I’ve copied it for you, below.
Some people are getting rich using email marketing, but I’m guessing it’s not you…
In this video I’m going to share our five secret weapons on how you can have an amazing email campaign and why should fire your email marketing manager.
You and I both know that email marketing is not dead — not by a long shot.
In fact the Direct Marketing Association ranks email marketing number one on return on investment over any other medium, including SEO, social media, AdWords — all of them…
Smart business owners like you already know that having an excellent email campaign is THE answer to a lot of your business problems.
- Number one, driving revenue. In a recent survey, companies said that 21 percent of the revenue came from their email marketing channel. Last year, we drove over ten million dollars in revenue for one of our clients, just through the email channel.
- Second, an email audience is a built-in market ready for your next product or service.
- Third, you can find out what your customers really want by tracking their interest on what they open and what they click.
- Fourth, everyone knows it’s a great way to automate your sales and marketing.
The problem is that most businesses are relying upon old marketing techniques that just simply don’t cut it anymore.
There are five secret weapons you need to have in building a money-making email marketing campaign.
That brings me to your email marketing manager…
When you hired this person, you probably thought, “I’m finally making that investment in email marketing that my company deserves.”
But it hasn’t worked out that great, has it?
And why not? Because besides how talented this person seemed at first, they’re not the answer to your email marketing problems.
You see, they’re only one individual, and they only have a limited set of skills.
Tell me the truth, after you hired this person, and found out that you still had to spend money on a designer and coding expert just to get your email launched, you probably felt a little cheated, didn’t you?
And then, when you find out that your email marketing manager wasn’t the best copywriter in the building, let alone the state, you either had to lower your expectations or go and hire one of them as well. Every month.
So now you have a manager that’s trying to hack together a disjointed team, trying to put something magical together, and all at the last minute.
So, how’s that working out for you?
If you’re like a lot of our clients, you’re sick of it. And, frankly, you should be. Thankfully, there is a solution.
Instead of wasting $84,000 a year — which is the average salary for an Email Marketing Manager, according to payscale.com — why not hire Email Broadcast at a fraction of the price?
We have an entire team that’s ready to go to work on your campaign.
So, here are the five things you’ll get with Email Broadcast. We call them our secret weapons.
- Number one, you get me. My name is Ken Mahar. I’m the founder of Email Broadcast. I have a 25-year track record in sales in retail, business-to-business, and enterprise-level selling. I was number one in every company that I work for. In fact, I was the national walk around champion for Honda… Number one out of ten thousand salespeople. I’ll take my sales experience, combined with 15 years of email marketing experience and put those to work for you and your campaign on day one.
- Number two. Then there’s Kim. She’s not only an award-winning writer, she actually grew an e-commerce operation from $300k to $5 million dollars a year for a local retailer. She’ll come up with innovative ideas that will blow your mind… you probably never even thought of. As our operations
manager, she’ll make sure that your campaign never misses a beat.
- Third is David. He’s a graphic designer with over 20 years experience. He’s The Master at conjuring the perfect imagery that nails your brand. He’s a creative genius! It took us forever to find him. He’ll be on your team.
- Which brings me to number four: Larry. Larry’s never met a black box with blinking lights that he didn’t fall in love with, take apart, and put back together again. He’ll have your system talking to our system in a flash, with no excuses.
- Fifth, and maybe most important, is your account coordinator. This is a person that is assigned to your account who will get to know your business as well as you do. They’re going to be your constant companion, writing every word of your content as a trained copywriter. Like a virtual member of your marketing team, she’ll be working on your campaign, monitoring its results, and planning the next thing way before your team would have. She’ll make sure it has your voice and is brand-perfect.
With these five team members all pouring their experience into your campaign, soon you’ll be getting rich using email marketing.
So, now you have an important decision to make: are you going to fire your email marketing manager and all the related expenses, and then hire the world-beating team at Email Broadcast for a fraction of the price with better results?
Of course you should!
And here’s the good news: we have availability. We only work with 25 clients at a time, and right now we have space for a couple more.
So if you’re interested, click this link: https://calendly.com/kenmahar/20min/
We’ll have a twenty minute, no obligation, conversation and I’ll tell you exactly what we could do for your campaign, and what the investment will be. You can then compare what you’re getting now, what you’re paying for now, versus what we could put together. I think the decision will be easy.
So go ahead and click this link: https://calendly.com/kenmahar/20min/
and I’ll see you online.
Seriously. go ahead and click the link: https://calendly.com/kenmahar/20min/
I’ll wait here…
You can do it. It’s right down below:
Score your email marketing campaign here.
Answer the 13 questions about your email marketing campaign below, and we’ll score your cxampaign.
Grab a piece of scratch paper and add two columns. Give yourself a check mark for yes or no to each question and then add them up.
- Do you have a great strategy on building your list, communicating with your people, and driving action?
- Are 2 to 5% of the people visiting your website signing up for your email campaign?
- Are you consistently converting new email signups into new customers?
- Is email driving at least 5% of your sales?
- Is your email design as beautiful as the rest of your branding and customer experience?
- Do people complement you on your email campaign and eagerly anticipate the next one?
- Are you properly introducing your company and telling the best version of your story to new contacts you made both offline and online?
- Do you have all the technical skills required for all the various browsers, email clients and mobile devices your audience uses?
- Are you disciplined in your approach creating great content a month in advance? (or is it all last minute heroics?)
- Do you have a giant list of amazing content ideas with your main problem picking which one to do next?
- Is your email campaign an extension of your brand and what it stands for? Have you gone through a formal branding process that you refer to consistently?
- Are you mining your report data to find out what people are responding to, and whom to follow up with personally?
- Do you swell with pride each time your email is launched?
Add up the yes column and find out how you did here:
0-4 The car equivalent of the Toyota Yaris. Yeah, it sucks. But you haven’t invested that much have you? Try harder, or better yet, contact us instead.
5-8 Chrysler 300. Nice work. You’ve got good fundamentals and some style, but you need help to go pro. Consider honestly if you have the time and resources, or should outsource.
9-11 Porsche Carrera. Stylish, powerful, respected. You are kicking butt. You may not, sniff, need us.
11-13 Ferrari 458 Convertible. People stop just to watch your email go by. Would you like to work for us? Check out our careers page for current openings.
So, how did you do? Leave a comment below with any questions this may have generated.
In the 1987 movie Spaceballs there’s a scene were they need a password to get past a planet’s defenses. The code turns out to be “12345”. Mel Brooks’ character exclaims “12345? That’s amazing, I’ve got the same combination on my luggage!” Fast forward a few decades and what do you suppose the most common password was in 2014? The good news is that “12345″ was not number one. It was number three. The top honor goes to “123456″. The word “password” came in at number two— a sad state of affairs.
A large part of the problem with password security is that people don’t realize how easy it is to break into systems with simple passwords. A lifetime ago I worked for a company as an engineering intern. One day my boss asked me if I could check the security on the accounting systems. After about ten minutes of cold calls pretending to be from IT, I had a user’s password. A day later I had a list of over four hundred user passwords from a file I cracked. Since people often reuse passwords, it gave me access to more than just their office terminals.
Think about your own accounts. How many of them use your email address as the account name, and have the same password you use everywhere? If someone knew your favorite password and your email, could they access your bank account information? What about your Amazon account? How many items could someone “One Click” with your stored credit cards before you would notice?
“Okay, Larry, you’ve made me nervous about my system security, but what do I do?”
Well, to start with don’t use passwords that have family names or easy to find information like your birthday and or pets. Misterbarky2 is not a secure password, even with the capital letter and a number. Mix things up: Throw in special symbols at the beginning or end, or replace normal letters with numbers. Take the word “password” for example. I could use “@“ for the letter a, zero for the letter o, tack some special characters and numbers on to end up with “$p@ssw0rd1”. That’s a lot harder to guess.
Having a different password for each site you go to is best. If one site gets compromised, you don’t want that password to work if someone tries it on other sites (and I guarantee you, they will try). Now, one problem with all of this is soon you’re going to end up with many, many passwords. Almost all of us have a coworker or family member who’s computer monitor looks like a sunflower with all of the sticky notes around it—not exactly the hardest system to crack, when all it takes is a sideways glance or a quick phone photo to have access to them all.
cheap thrifty I use a free piece of software called Keepass and store the file using a service like Dropbox. By doing that I automatically back up my passwords and get the added bonus of being able to get to my passwords from my phone or tablet. If you’re the spendy type another product is 1Password. This is commercial product that also acts as a password storage system that keeps everything encrypted. PC Magazine has reviews of both paid and free password managers. Another bonus to most of these password managers is they will generate very strong passwords for you as needed.
To summarize, quit using “password” for your password and browse safely!
I thought you guys were an Email Marketing Agency. Why Am I Reading This On EmailBroadcast.com?
We are a full service email marketing agency with a staff comprised of serious heavy hitters who have done big things in their careers. What that means, along with never having to stress over an email campaign again, is that we’re constantly sharing ways to help you succeed. The bigger your business gets, the more cool stuff we get to do with your email marketing. Everybody wins.
Whether you’re working for a large-scale digital marketing firm or a small business owner handling your own email campaigns, we all have similar goals—one of them being reducing our email bounce rate. Though it’s impossible to have a perfect track record with every delivery, we all still must try. Sure you may have the occasional campaign that registers a beautiful goose egg, but there are often forces beyond our control working against us that cause emails to bounce. Other times, you could have improved the message or delivery tactics to lessen your bounce rate. Read on below to learn a few reasons why your emails may be bouncing, and what you can do about it.
You Have an Incorrect or Non-Existent Email Address
One of the easiest ways to get a high bounce rate is to have a whole bunch of wrong email addresses in your list. If you’re collecting email addresses in writing, you’re bound to run across some chicken scratch. Letters get misread or mistyped—it happens. Moreover, some of your subscribers could have switched Internet providers or signed up using a work email address and is no longer with that company. The point is there are a lot of reasons why you have dead weight in your subscriber list.
Solution: Don’t be too hasty to delete an email address after the first bounce—it may be a temporary issue. However, if the same address continues to bounce, then you can purge your list of it, or if you can, confirm the email address the next time you come in contact with the client.
Emails Get Caught in SPAM Filters
Spammers are always working on new ways to push their messages out into the world, and as a result, SPAM filters are always developing their algorithm to better weed out unsolicited junk mail. Perhaps it was the wording you used that triggered the SPAM filter that bounced your email or you’re sending a message to too many people who work for a single corporation or entity, and the sheer bulk appears to be a red flag.
Solution: Make sure your messages don’t include spammy jargon and use words like “free”, “guaranteed”, or “satisfaction”. If the issue revolves around sending to too many people in a business, contact the firm’s IT department and politely ask them to whitelist your emails.
Temporarily Unable to Deliver Email
Not all bounces are created equal. Most of the time, hard bounces and soft bounces are lumped together, but some email services will distinguish between the two. “Hard bounces” are the result of invalid email addresses, SPAM filters etc. Conversely, a “soft bounce” occurs when your email is rejected due to a temporary issue—inability to connect to the recipient’s server, oversized email, or the recipient has a full mailbox. Many email providers will continue to try and send the email for up to 72 hours.
Solution: Cross your fingers and hope the issue resolves itself within the time frame your email service attempts to resend the email.
Recipient Has an Active Auto-responder
People reserve the right to activate their email’s auto-responder at any time. Maybe they’re globetrotting to Bora Bora for two weeks and will be out of reach, or they set their out-of-office on the Friday before Labor Day. It doesn’t matter why the auto-responder is set up; it’s mere activation will repel and bounce emails.
Solution: Nothing. Track who’s bouncing the messages. If you are consistently getting bounced from certain email addresses over the period of a few months, they may be invalid.
The average email bounce rates for marketing campaigns vary between industries. Non-profits bottom out the list at a little less than 3 percent, and real estate tops the chart at nearly 14 percent. As long as you are within your industry average or even lower, feel good about the work you’re doing. If you’re interested in having a team of talented, innovative email marketers at your disposal to help you craft effective messages and reduce email bounce rate, contact us today.